Mar 28, 2025
Tucson
Arizona:
“Whoa – the bill is that much? Those were some expensive Margaritas!”
(Can’t read the full email – click here for the online version.)
It all started from a chance encounter.
We were told there was no table for us for 25 minutes, so we elected to grab 2 seats at the bar. The restaurant was busy, not only because it was good, but because on that evening there was a special; buy 1 pasta entrée, get the 2nd for 50% off.
While savoring our cocktails, my wife got
into a conversation with the woman sitting next to her. She was there because one of her daughters worked at the restaurant and this was one of the best ways to see her, or so she said.
During the conversation she told us that if we liked Mexican food – the best restaurant by far was Elvira’s – south of Tucson, located in a small village called Tubac.
Well, since the next day we had organized a cave tour, 45 minutes out of the city, we thought, why not do a bit of a road trip and end it with an early dinner at Elvira.
We are glad we did.
Firstly – in case you didn’t know, this restaurant is located in the Santa Cruz River valley – an area that has been connected to Mexico for centuries. Trade and
travel to and from the south were prevalent long before the arrival of the Spaniards. The presence of water allowed people to cultivate the land, grow food and survive an otherwise dry and desolate landscape.
Interestingly, today, over 90% of produce consumed in the United States during certain months comes through the Nogales, the city that borders Arizona with the state of Sonora in
Mexico.
Elvira’s restaurant was started in the Mexican city of Nogales, back in 1927. Sadly, the original Elvira’s is closed and is now only a warehouse for the new Tubac Elvira’s. A substantial portion of Elvira’s patrons were U.S. citizens who no longer go to Mexico because (a) Homeland Security now requires them to have a U.S. Passport for re-entry and (b) fear of drug cartel violence.
Fortunately, the grandson of the founders – opened in Arizona. He has not only kept the tradition of the original but has added and improved upon it.
His forte is Mole – which is not a Sonoran dish but rather from further south – Oaxaca to be precise.
Mole is a sauce used to spice up meats like chicken and
turkey. It is made from a fantastic mash-up of ingredients. You’ve got your chiles, which provide a delightful kick, plus spices like cumin and cinnamon that add warmth and depth.
And let’s not forget the chocolate! Yes, that’s right—chocolate, in its unsweetened form, is one of the stars of the show, lending a luscious richness to the sauce that makes your taste buds dance.
Naturally, we ordered one of the mole dishes. One entrée is enough, we’ve discovered, for both of us. So, we share. We tell the wait staff to bring an extra plate. Sometimes they tell us they can and will split the dish onto two – and serve it that way.
Before our order, the waitress told us about their special Margarita and how they have access to a premium tequila that is made only for them. Sounded great, so we
both ordered one.
After a long day in the sun, not much goes down smoother than a nice, cold Margarita. This one tasted very good.
It was only after we received the bill that we saw exactly how “good” those drinks were. The price for each one was $25! Two drinks - $50 – or half of the entire bill.
Should we have
asked the price of the special margarita before ordering? Probably. Would we have ordered them anyway? Likely.
You can see why the restaurant, which opened in this tiny hamlet in 2009, is successful and highly rated.
The food is excellent. They serve up some amazing drinks. The ambiance is fantastic. And the location is in a cute, artisanal village, only 45 minutes south of
Tucson which makes it a destination.
All these things, however, do not guarantee success.
In my mind, what really ticks the box is that fact that they charge premium prices thus guarantee themselves a good margin on all their offerings.
They can do that, because they have created a unique, winning combination
of everything else.
Know this, shooting for excellence and uniqueness is what gives one the ability to charge premium prices and achieve high profit margins. Many restaurants, in fact most businesses, will fail to charge the higher prices necessary to maintain their quality of delivery and service.
That’s why we created our financial mastery for business owners.
So you can understand exactly what your margins are and how you can increase them – without resorting to gimmicks. Grab your lifetime access now – at 70% off – good until March 31 only.
Until next week,
Stay healthy and focus on profit!
- Hugh
The “Profit Accelerator” Expert
P.S. Crafting Unique Selling Positions. Determining which strategies and tactics will yield the best results for your company. This is just a snippet of what you get inside my new Business Academy. You can become a member right now, at 70% off. Click here now and use the code: MAR70.
Note: Hurry – this offer expires in 3 days!
★ BECOME A HIGHLY PAID BUSINESS COACH WITH #1 COACHING PLATFORM ★
I am looking for individuals to help handle the exploding global demand for business
coaching services. I’m willing to train [at my expense] the right individual with a
passion for wanting to help small business owners
become successful.
NO travel - work from home. $225,000 first year income. If you or someone you
know is interested, click here and an 8 minute video will explain it
all.